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1
TRAC Development Workshop
2013
2
The State of Pledge
Dev Workshop 201315 Jan 2013
3
PBS Statistical Report Trends
2012 Pledge Results
vs. 2008 vs. 2011
Dollars 3% -4%
Pledges -6% -4%
Break Minutes 33% 6%
DPM -29% -9%
4
Pledge Advantage Trends
Results from 16 Pledge Advantage Stations
2012 Pledge Results
vs. 2008 vs. 2011
Dollars -18% -8%
Pledges -13% -9%
Break Minutes 15% -3%
DPM -29% -5%
Avg Gift -6% 2%
5
DPM & Avg Gift: 2008-2012 Stable set of 16 Stations; calendar year
2008 2009 2010 2011 2012$0
$20
$40
$60
$80
$100
$120
$140
$160
$180
$90
$68 $64 $67 $64
$155$144 $137 $144 $146
DPMAvg Gift
6
Average Pledge per 10 MinutesStable set of 16 Stations; Calendar Year
2008 2009 2010 2011 20120.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00
5.77
4.77 4.71 4.704.37
Pldg/10Min
7
Sunday Up…
Evening (7P-10P) DPM by Day of Week
Sun Mon Tue Wed Thu Fri Sat0
20406080
100120140160180200
200820112012
8
Top 5 Programs by % Dollars(main channel data only)
Programs %BrkMin %DollarsDR W DYER: WISHES FULFLLD 6% 7%DR AMEN: USE-BRAIN-AGE 4% 6%J FUHRMAN: 3 STEPS-HEALTH 3% 4%SUPERSTARS-70'S SOUL LIVE 3% 3%DOWNTON ABBEY REVSTED 1% 3%
Programs %BrkMin %DollarsS ORMAN: MONEY CLASS 10% 7%J FUHRMAN: 3 STEPS-HEALTH 6% 5%ROCK, POP & DOO WOP 5% 4%LES MISERABLES-CNCRT25TH 5% 2%GP: JACKIE EVANCHO-DRM ME 4% 2%
Programs %BrkMin %DollarsBRAIN FITNESS PROGRAM 4% 7%S ORMAN: WOMEN&MONEY 6% 6%E SLOTT: STAY RICH-EVER 4% 5%MM: MY GENERATION-60S 3% 4%DR AMEN: CHNG-BRN-LIFE 90 3% 4%
2008 Highest Grossing Programs
2011 Highest Grossing Programs
2012 Highest Grossing Programs
9
Ratings for pledge down
Source: HH Viewing prime time from nine 2007 LPM markets primary stations
2008 2011 20120.00
0.20
0.40
0.60
0.80
1.00
1.20
1.401.23
0.97 0.96
0.730.60
0.47
Non Pledge Pledge
10
Pledgers 65+
Percent of Pledgers by Age & Gender
A18-34 A35-49 A50-64 A65+0%
10%
20%
30%
40%
50%
60%
70%
3%9%
39%
49%
1%6%
30%
63%
1%6%
31%
63%
200820112012
11
Viewers too (prime time)
Percent of Viewers by Age & Gender
A18-24 A35-39 A50-64 A65+0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
14%
23%
28%
35%
14%19%
28%
39%
16% 17%
28%
39%
200820112012
12
End
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Pledge Older than Regular Schedule
A 18-49 A 50-64 A 65+
0.11
0.43
0.92
0.06
0.27
0.700000000000001
Pre During
-48%
-38% -24%
Demographic Ratings in LPM MarketsPre & During Pledge , Dec-10 and Mar-11
14
Erosion - about 25% per play for hits
Play 1 Play 2 Play 30
50
100
150
200
250
300 278
202
154
Average Pledge Index Erosion3 Plays, 18 Stns
Programs include Brain Fitness; Carol King & JT; Folk Rewind; Rock, Pop Doo Wop; My Generation; Orman: Women & Money
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Erosion - Gauge legs of show?
Program %Diff
AVERAGE PROGRAM -26%
CAROLE KING - JAMES TAYLOR: LIVE AT THE TROUBADOUR -49%
AMERICAN SOUNDTRACK: DOO WOP'S GREATEST HITS -39%
GREAT PERFORMANCES: HITMAN: DAVID FOSTER -36%
MM: ROCK, POP AND DOO WOP -36%
MY MUSIC: MY GENERATION: THE 60S -35%
MY MUSIC: DOO WOP LOVE SONGS -34%
JOHN SEBASTIAN PRESENTS: FOLK REWIND (MY MUSIC) -25%
GREAT PERFORMANCES: BOCELLI AND FOSTER -21%
DR WAYNE DYER: CHANGE YOUR THOUGHTS, LIFE 4%
ROY ORBISON & FRIENDS: A BLACK AND WHITE NIGHT 7%
BRAIN FITNESS PROGRAM 10%
Erosion for 12 shows with 2 plays, 18 Stns
16
The Points
• Signs of recovery after 2008• Tuesday bump• Self help hits return• Pledgers and viewers continue to age• Chase away more younger viewers during
pledge• Erosion should be about 25%
17
PTV Viewership & Pledge
PTV AudienceButterflies 60%
Regular Viewers 20%
NPS Loyalists 20%
19
Regular Viewership Matters• March draws nearly the same number of HHs as Feb.• Majority of pre-pledge viewers also watched some portion of
the pledge month, 76% last year and 69% this year.
Reach: 41.6MM
Household Audience Duplication
Pre-Pledge 4 Weeks
Source: Nielsen NPower Reach & Frequency Duplication Report, 6-min qualifier, Feb/Mar 2010
76%
Reach: 41.4MM
Pledge 4 Weeks
March 2010
Reach: 43.7MM
Pre-Pledge 4 Weeks
69%
Reach: 43.3MM
Pledge 4 Weeks
March 2011
• March Avg. Rating is a 1.0 - 1.1 versus a 1.3 non-pledge rating
• 2nd week of pledge is lowest rated• Median age of PBS viewer is 62, didn’t change
this March at all. Last year went up to a 63.
March Audience Stats
• Very few new/unique viewers for pledge• March 2011 cume 37, prior year 36• For demos reach:
– 21% of 40-49– 35% of 50-64– 48% of 65+
• Weekend valuable real estate, have higher cumes in older demo groups (65+ 45% more)
Regular audience IS pledge audience
22
How Much Loyals View in March
• Under 65 view 6 days, 300 min (5 hours)• 65+ view 7 days 377 min (6 hours,15 min)
• NPS loyalists do check in less (visits drop 10%) and spend fewer minutes:– 17% less for 65+– 11% less for 50-64
• Younger (50 on down) music has highest percentage of “new” viewers (15-19%) but absolute numbers are very small
• Self help gets a little over 10% “new” folks in, again very small numbers
The Differences
24
Loyal Build Up Cume • It took three more days to reach 80% of the loyal 40+ audience in March
2011, and one day less to reach 80% of all viewers.
Source: Nielsen NPower Reach & Frequency Report, 6-min qualifier, Mar 2011
0102030405060708090
100
1 2 3 4 5 6 7 8 9 1011121314151617181920212223242526272829
Reac
h Bui
ldup
%
Day of Pledge Drive
PBS March 2011 Pledge: Loyal Viewer Buildup
Loyals 40+
80% reached after 11 days
80% reached after 19 days
25
Loyals & Pledge
• Reach 75% of them in first week• But in 2011 it took 3 days longer to reach 80%
of them & we had less overlap with pre-pledge…
• Is this a warning sign?
• Studies from early 90s showed cume reaching most heavy viewers after just a few days
• Now add viewers & cume throughout the drive• Frontloading not as critical as in the past, BUT…• Loyal viewers and older viewers still cume in
fairly quickly. At 80% after 11 days.• Gather information about show performance &
take advantage of weekend high cumes.
Frontloading
27
NPS & Pledge
Avg. % of Aud. Watching Pledge
Avg.% of Pledge Viewership
American Experience 8 32Antiques Roadshow 7 46Frontline 8 22Independent Lens 11 14Masterpiece 8 27Nature 7 36Need to Know 10 16NOVA 8 33NOVA 10PM 9 13NOVA ScienceNOW 8 28Washington Week 12 14PBS Newshour 7 26
28
Regular Viewers Find Pledge Shows# Shows 10% or
More
Washington Week 8American Experience 6Frontline 6Independent Lens 6Masterpiece 6Need to Know 6NOVA 10PM 6NOVA ScienceNOW 6Antiques Roadshow 5NOVA 5PBS Newshour 5Nature 4
29
Largest Percent of Regular Audience Viewing a Single Pledge Show
• Three hit 20%• Washington Week with Rock, Pop & Doo Wop
& Les Miserables• Masterpiece & Les Miserables• Largest overlap in terms of sheer numbers will
be ARS & Rock, Pop & Doo Wop - 13% of the ARS audience watched
• Use the PBS duplication charts to find out who watches what.
• Top promotion spots no surprise.
Pledge and Promotion
31
To Promote to Boomers (any genre)
• ARS• Am Ex• Nature• Nova• Masterpiece• Newshour
32
For Younger Music & Self Help
• ARS, Nova, Nature, Secrets/Dead, Frontline, Am Ex
• For Suze, specifically, it’s:– ARS– Nova– Nature & Newshour– Am Ex
33
Welk’s Big Band
• 47% of the 65+ viewers also watched ARS• 36% of the 65+ viewers also watched Nature• Next best spots to promote (23%)• Newshour• Am Ex• Masterpiece
34
To Promote Nature Genre/Theme
• Nature• ARS• Nova
35
Strategies
• Maximize pre-pledge viewership• Still frontload, but you can roll things out
more slowly• Take advantage of weekends to repeat older
skewing titles (space out premiere of the possibly weaker/unknown self-help)
• Try to find affinity with regular schedule slots• Target your promotion
36
end